Call Centre Analytics: A Guide for Boosting Performance

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Nurturing customer relationships comes down to anticipating needs and understanding behaviours, but intuition will only get you so far. To build a customer-first culture (and a successful business), you need to be able to dissect where your customer experience (CX) efforts are failing. 

Call centre analytics can help you improve customer acquisition and retention rates by pinpointing your weak areas, such as where agents lack training and where your software falls short. What’s more, comprehensive call centre analytics can:

• Make your call centre more agile

• Improve sales team conversions

• Increase internal alignment

This in-depth guide to call centre analytics outlines what they are and how they can transform your CX and business.  

What Are Call Centre Analytics?

Call centre analytics collect information from all your customer interactions, analyse it, and turn it into actionable insights.

Using these insights, you can create actionable plans on how to improve customer experiences—whether through increasing customer satisfaction (CSAT) ratings, customer effort score, service-level performance, or all of the above. 

Analytics also helps you uncover the most common issues with your product or service—so you can iterate and improve.

6 Types of Contact Centre Analytics

Your customers aren’t just calling you; they interact with your team through several channels, from phone to chatbot. That means you have numerous opportunities to collect data and collate actionable insights. The more data you collect, the more accurate your insights. 

Here are the six most common types of call centre analytics to help you better understand the customer experience and how to improve it.

1. Speech analytics

Call centre speech analytics examine voice-based interactions (such as phone calls and video calls). This technology uses AI to detect key topics, talk-to-listen ratio, and sentiment to provide insights on the conversation, customer satisfaction, and agent performance. 

2. Text analytics

Similar to speech analytics, call centre text analytics use AI to detect keywords, tone, and patterns in customer conversations. But instead of speech, they focus on written text. You can use this technology on call transcripts, emails, SMS messages, chatbot conversations, and even social media interactions. 

3. Predictive analytics

Predictive analytics use machine learning to predict customer behaviour, preferences, and needs. They also give you insight into the peak hours and peak seasons of call centre activities, so you can adequately increase your staff.

Use predictive analytics to identify which days of the week you need to have extra staff on call.

4. Self-service analytics

Self-service analytics mine data from self-service communication channels, such as FAQs and knowledge bases, to identify the most searched keywords, questions, and phrases. You can use these insights to create better self-service channels and further empower customers to solve their own issues. 

For example: If you discover that “How long does shipping take?” is the most frequented page in your knowledge base, you can add shipping times to all your product pages to make the information more accessible. As a result, you’ll reduce the number of inbound calls you receive for common queries and improve the customer experience. 

5. Desktop analytics

Unlike the previous items on this list, call centre desktop analytics examine the effectiveness of your call centre operations and agent performance. They review your team’s activity and help you answer questions like:

• How productive are my agents?

• What applications do they use during work hours?

• What procedures do they follow during and after each call?

These insights help you discover ways to increase call centre productivity by identifying inefficient processes in your workflows and where agents need more support.

Identify which agents need more support with Aircall’s analytics features.

6. Cross-channel analytics

Customers today expect a seamless omnichannel experience, and cross-channel analytics make this possible. Cross-channel analytics analyse data from all your customer support and sales channels to give you a complete picture of the customer journey. They help you understand which communication platforms your customers prefer and how they use each platform differently. 

Pro tip: In order to achieve cross-channel analytics, you need a customer communications platform that integrates with all your business software, from CRM to helpdesk tools. Anything less, and you won't have a view of all your customer touchpoints and the data you're collecting from each.

Why Are Call Centre Analytics Important?

86% of buyers are willing to pay more for a great customer experience, and call centre analytics help you pinpoint how to give them just that. These insights can also help you improve your operations to run a more product and agile call centre. 

See why call centre analytics are so central to business success. 

Improve call centre agility

If your call centre agents are overwhelmed by high call volumes and low staffing, they won't be able to prioritise your customers' needs and wants. This leads to long wait times, reduced resolution rates, and increased customer churn.

Call centre analytics help you avoid this by predicting when you can expect high call volumes, such as during holidays or product launches, so you can quickly respond to the change in demand and have more staff on hand. 

Call centre analytics also provide insights into customer interactions to identify gaps in your systems and processes. For example, if you notice that more and more of your customers reach out to your team via social media, you can adjust your staffing requirements and training efforts accordingly.

The result? Your call centre team becomes more adaptable and can quickly adjust to meet your needs and that of your customers.

Help your team align on strategy

Call centre analytics make it easy to share information and insights across sales, marketing, product, revenue, and customer support teams. This helps you identify ways to better work together so you can align strategies and goals to improve the customer experience—and in turn create better customer relationships.

As a result, you improve overall business intelligence and boost cross-team collaboration. 

Facilitate objective decision-making

Relying on gut feeling makes for bad business decisions. Gut feeling can't tell you how to reach your KPIs, and it definitely can’t indicate why one business decision is objectively better than another.

Call centre analytics, on the other hand, encourage a data-driven culture, making data accessible and available to everyone in your company. For example, call centre managers can use analytics to gauge agent productivity and determine where they're falling behind to pinpoint training needs. 

Improve your sales conversions

A good call centre analytics tool won’t only improve efficiency in your call centre; it should also proactively unlock ways to improve revenue by using behaviour profiles, demographics, and purchase history to predict what customers might be interested in in the future. As a result, your sales agents can offer customers more personalised suggestions to boost sales. 

Analytics also help you determine the most effective strategies for making outbound calls. Maybe calling leads during the afternoon leads to better conversion rates than in the morning; call centre data can give you a definitive answer. 

Boost agent performance

Call centre analytics can tell you where an agent is excelling and where they may need further support. They also allow you to objectively identify top performers through set KPIs, such as hold times and first-call resolution rates for customer support agents or close rates and deal value for sales reps.

By identifying the KPIs that are relevant to your business goals, you can find the best ways to support your call centre teams to produce maximum results.

Enhance the customer experience

88% of customers say the experience a company provides is as important as its products or services. And especially in competitive industries, it's getting harder to stand out through products or services alone.

Call centre analytics enable you to monitor customer complaints and proactively identify issues to actively work toward improving them. And by collecting data on purchasing history and previous interactions, analytics allow you to segment your customers and personalise their entire journey.

Discover Aircall’s powerful analytics features for a call centre that maximises agent productivity and customer satisfaction. Try for free.

4 Challenges of Contact Centre Analytics (and How the Right Software Can Solve Them)

Analysing call centre data can be complicated, especially without the right tools. Below, we outline four key obstacles contact centres face and how software like Aircall can address them to help you turn data into actionable insights.

1. Data overload

With numerous metrics and data points, determining what’s most relevant when analysing call centre data is daunting. This overload can obscure the insights you need to improve performance and service quality.

Solution: Integrations with your existing tech stack 

With Aircall, you can integrate your call centre data across your entire tech stack. Aircall connects seamlessly with 100+ business tools, including powerful data and reporting solutions like Adepsi, ClicData, Datagrail, Daton, Fivetran, and more.

By centralising your data, you streamline analysis, reduce overload, and can focus on the metrics that matter the most according to your business goals.

2. Delayed insights

Outdated data means slow responses and missed opportunities. When information is delayed, you can’t adapt quickly to changes in customer behaviour, and you may struggle to maintain optimal service levels.

Solution: Real-time activity feed 

Aircall’s live monitoring dashboard offers immediate insights into your call centre's activity. You can monitor all completed or ongoing inbound and outbound calls to get a live overview of your team’s performance. This helps you make quick, informed adjustments when they matter most: as the call is happening.

3. Inadequate KPI tracking

Without effective tracking, it’s difficult to know if you’re meeting your business targets. Limited or outdated KPI data can hinder your ability to evaluate agent performance, call outcomes, and customer satisfaction.

Solution: Detailed reports

Comprehensive reports on inbound calls, agent activity, call direction, and service level agreement allow you to track metrics that align with your business goals. To get the most out of these insights, look for software solutions like Aircall that integrate with your CRM and other tools and offer customisable dashboards for straightforward, tailored reporting.

4. Complex customer journeys

Your customers interact with you across multiple channels, whether that’s phone and chatbot or email and social media. Understanding and supporting these diverse journeys can be complex without a unified view, leading to fragmented customer experiences.

Solution: Omnichannel monitoring 

Omnichannel monitoring capabilities allow you to track and understand customer interactions across various platforms. Integrating data from calls, emails, messages, and chats gives you a comprehensive view of each customer journey, making it easier to deliver a frictionless and connected experience for your clients.

Key Features to Look For in Call Centre Analytics Software

When choosing call centre analytics software, prioritise features that optimise performance, improve customer experience, and provide actionable insights. 

Here are some must-have features to look for:

• Data collection and integration: Effective software should gather information from all customer touchpoints and integrate seamlessly with your tech stack. This centralises data, providing a cohesive view of performance metrics.

• Real-time insights: Access to real-time analytics allows you to make informed decisions on the spot. This feature helps you monitor ongoing activity, track performance, and respond swiftly to customer needs.

• Predictive analytics: Predictive models analyse past data to forecast future trends, helping you anticipate customer demands, optimise staffing, and more effectively plan for peak times.

• Insightful reports: Customisable reports allow you to track the metrics that matter most to your business. Look for software that offers detailed insights on call volume, agent productivity, customer satisfaction, and other KPIs essential to call centre success.

• Agent performance management: Tracking agent KPIs, such as call handling time and customer satisfaction scores, enables you to support continuous improvement and offer targeted coaching.

• Call monitoring: Live call monitoring lets you listen in on conversations, ensuring quality and consistency in customer interactions. This feature helps you coach new agents and maintain service standards.

• Call whispering: With call whispering, managers can guide agents without the customer hearing, allowing real-time coaching and support for improved customer experience.

• Conversation intelligence: By analysing the content of calls, conversation intelligence tools identify trends, key topics, and sentiment. This data helps uncover opportunities to refine customer service strategies.

Why Having the Right Call Centre Analytics Tools is Essential for Business Success

88% of CX trendsetters consider personalisation critical for meeting rising customer expectations. But without the right tools, you won’t be able to capitalise on all the customer data you have at your fingertips. 

With powerful analytics solutions, you'll not only gather holistic customer data, but also real-time insights—meaning you have the power to turn a potentially bad customer experience into an excellent one. You can also better personalise your customers' experiences by tailoring your conversations to their interests and needs.

At Aircall, we know that putting customers first is crucial to the success of your business. We also know that leveraging data and analytics is the most effective way to achieve this. That's why we track KPIs for individual agents and teams, filter your call centre analytics, and help you keep an eye on progress towards key goals.

Plus, Aircall's customer communications and intelligence platform integrates with over 100 CRM tools, so you can give customers the omnichannel experience they expect—no matter how they choose to contact you. 

Discover Aircall’s powerful analytics features for a call centre that maximises agent productivity and customer satisfaction. Try for free.

FAQs

How do you analyse data of a call centre?

To analyse data and ensure quality assurance in a call centre, managers track metrics like handle time, customer satisfaction, and call resolution rates. Analytics software gathers this data from interactions and integrates it with other systems to reveal patterns and areas for improvement.

With real-time monitoring, predictive insights, and detailed reports, managers can make data-driven decisions to enhance service quality and streamline operations.

What are KPIs for call centres?

KPIs (Key Performance Indicators) for call centres measure success in areas like efficiency and customer satisfaction. Common call centre KPIs include average call time, conversion rate, missed call rate, first-call resolution, and customer satisfaction. These metrics help call centres assess agent performance, improve CX, and achieve operational goals.

What are call data analytics?

Call data analytics examine customer interaction data, including metrics like call duration, volume, and resolution times, to understand performance and customer behaviour. Analytics also use advanced technology for sentiment analysis and predictive insights. This analysis helps call centres refine service, improve processes, and reach business goals.

Published on December 30, 2024.